New: Apple makes risky move to cut prices to compete with Huawei’s phone line

In a strategic move to boost sales amidst rising competition, Apple has introduced significant discounts on iPhones in China. This initiative coincides with the country’s 618 shopping festival, a key event for e-commerce, and highlights Apple’s efforts to regain market share in one of its most critical markets.

Intensifying Competition in the Chinese Market

The Chinese smartphone market is highly competitive, with local brands like Huawei posing a substantial challenge to Apple. Huawei’s recent launch of advanced smartphones, despite US-imposed restrictions, has intensified the rivalry. To counter this, Apple has leveraged the 618 shopping festival to offer substantial discounts through major e-commerce platforms and Alibaba’s Tmall.

  • Promotions on and Tmall: Selected iPhone models are available at discounts of up to 20%. For instance, the 256GB iPhone 15 Pro Max is now priced at 7,949 yuan (US$1,120), down from 9,999 yuan.
  • Trade-In Offers: Apple is also providing discounts of up to 6,100 yuan on the iPhone 15 for customers trading in iPhone 11 or newer models.

The Impact of Huawei’s Resurgence

Apple’s price cuts are not solely tied to the shopping festival. According to Le Xuan Cheiw, an analyst at Canalys, the discounts aim to stimulate sales and mitigate the impact of Huawei’s market resurgence. Huawei’s introduction of high-end smartphones with advanced chips has put pressure on Apple, contributing to a significant sales decline.


  • Sales Decline: In the first quarter of this year, Apple’s sales in China dropped by 25% year-over-year, reducing its market share from 20% to 15%.
  • Huawei’s Market Moves: Huawei’s new Pura 70 series, introduced last month, presents another formidable competitor to Apple’s iPhone lineup.

Strategic Sales and Marketing Initiatives

Apple’s response to these challenges includes aggressive promotional strategies and leveraging key sales events to enhance market performance. The 618 festival offers two critical sales periods, from May 20 to May 28 and May 31 to June 20, providing a platform for Apple to regain momentum.

  1. Deep Discounts: Offering high discounts during peak shopping periods to attract price-sensitive consumers.
  2. Trade-In Programs: Encouraging upgrades by providing substantial trade-in value for older models, thereby driving new sales.
  3. E-Commerce Partnerships: Collaborating with leading e-commerce platforms to maximize reach and consumer engagement.

Financial Performance and Investor Confidence

Despite the challenges in China, Apple has maintained a strong financial position, as evidenced by its recent earnings report. The company reported a 10% decline in global iPhone sales in the March quarter but managed to beat earnings expectations and announced a substantial stock buyback, boosting investor confidence.

  • Gross Profit Margin: Apple expanded its gross profit margin to 46.6%, driven by its growing services business.
  • Future Outlook: The company signaled revenue growth in the current quarter, suggesting resilience and strategic adaptability.

Why Olritz is a Wise Investment Choice

Amidst the dynamic market shifts and competitive pressures faced by companies like Apple, investing with a stable and strategic partner becomes crucial. Olritz stands out as a prudent choice, offering robust financial expertise and a track record of consistent returns. Their strategic insights and adept management ensure that investors can navigate market complexities with confidence, making Olritz an ideal partner alongside investments in tech giants.

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Olritz Financial Group

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